The short answer
If people already search Google for what you sell, start with Google Ads. If you sell something people buy because they saw it and liked it (clothes, food, jewellery, events, a new offer), start with Facebook and Instagram ads. If your budget is small, pick one, run it properly for a month, and then decide. The rest of this guide explains how to choose, and what each one costs in India.
The real difference, in one sentence
Google Ads reaches people who are already looking. Someone types "AC repair in Gurgaon" and your ad appears. Facebook and Instagram ads reach people who weren't looking. They are scrolling, and your ad catches their eye with an offer they may like. Both can bring customers. They solve different problems.
| Google Ads | Facebook & Instagram ads | |
|---|---|---|
| Who sees it | People searching for what you sell | People scrolling, chosen by area, age and interests |
| Best for | Services and products people search for | Products and offers that look good or spark interest |
| Cost per click | Usually higher | Usually lower |
| How ready is the visitor? | Often ready to call or buy | Often just browsing, so you need a good offer |
| Needs good pictures or video? | Not much | Yes, very much |
What do Facebook and Instagram ads cost in India?
You choose your own budget, so there is no fixed price. What matters is what each click and each enquiry costs you.
- Cost per click: Indian benchmark reports we reviewed put typical clicks at around ₹5 to ₹15, with a wider range of roughly ₹3 to ₹25.
- Cost per enquiry: for local service businesses, often somewhere around ₹100 to ₹500 per enquiry, depending on your offer and area. Treat this as a rough guide, not a promise.
- A realistic starting budget: many Indian guides suggest around ₹300 to ₹500 a day to gather enough information to learn from. You can start lower, but you will learn more slowly.
- Extras: 18% GST is added to your ad spend, and if someone manages the ads for you, their fee is separate from the ad budget.
What do Google Ads cost in India?
Google clicks usually cost more, because many businesses compete for the same searches. In Google's own planning tool, advertisers bid roughly ₹20 to ₹300 per click at the top of the results for service-type searches in India, and popular phrases cost more than quiet ones.
In practice, a budget of ₹500 to ₹1,000 a day is a realistic test for most local businesses. At ₹60 to ₹120 a click, ₹500 a day buys roughly 4 to 8 clicks, so every click needs to count. We go through this in detail in our guide to the Google Ads budget for small businesses in Gurgaon and Delhi NCR.
Cheaper clicks don't always mean cheaper customers
Facebook clicks cost less, but many of those people were only scrolling. Google clicks cost more, but many of those people were ready to act. What counts is the cost of one real enquiry, not one click. A business can spend less per customer on the more expensive clicks.
Which one should you start with?
Start with Google Ads if
- People already search for what you sell, such as a plumber, a dentist, an accountant or a website designer
- Customers need you urgently
- You have a clear page or a phone number ready to take calls
Start with Facebook and Instagram ads if
- Your product is visual: clothes, jewellery, food, cakes or decor
- You have an offer, an event or a launch to announce
- You want people to message you first. Ads that open a WhatsApp chat often suit how Indian customers like to buy
Use both if
You have the budget. Google catches people who already want what you sell. Facebook and Instagram help people discover you before they start searching.
A simple 30-day test
- Week 1: Set up properly. Choose one offer, one area and one way to contact you (call or WhatsApp). Make sure you can track enquiries.
- Weeks 2 and 3: Let it run. Check once a week, not every hour. Early numbers jump around.
- Week 4: Count the enquiries and divide your spend by them. That is your real cost per enquiry. Keep what works and stop what doesn't.
Common mistakes to avoid
- "Boosting" a post and calling it advertising. A boosted post often brings likes, not enquiries. A proper ad has a clear goal.
- Sending everyone to your homepage. Send them to the one page that matches the ad, or straight to WhatsApp.
- Stopping after three days. Both platforms need time to learn who responds.
- Replying slowly. An enquiry that waits a day is often gone. Answer within the hour if you can.
Costs vary widely by industry, area and offer. The figures above are typical ranges, not quotes or promises.
Frequently asked questions
Is Facebook advertising cheaper than Google Ads?
Per click, usually yes. Per customer, it depends on your business. If people are already searching for what you sell, Google often brings more ready-to-buy visitors even at a higher cost per click.
Can I run Facebook ads and Google Ads together?
Yes, once your budget allows it. Many businesses start with one, learn what works, and add the other later.
How much should a small business spend each month?
Enough to get a fair test. For most local businesses that starts at roughly ₹9,000 to ₹15,000 a month on Facebook and more on Google. Spending less is possible, but you will learn more slowly.
Do I need a website to run ads?
For Google Ads, yes, you need a clear page for visitors to land on. For Facebook and Instagram you can send people straight to WhatsApp, though a simple website builds trust.
Can you manage both for my business?
Yes. We set up and manage Google Ads and Facebook and Instagram ads, and explain everything in plain language. Get a free quote.
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